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Internet users more likely to read traditional media

One of the most comprehensive studies ever conducted on Internet users in Canada found that people who get their news online are more likely to read newspapers, books and magazines than people who don't use the Internet.

Fifty-nine percent of Internet users cited newspapers as an important source of information, compared to 50 percent of non-users.

"While Internet use has a measurable displacement effect - with some time that might have been spent watching television, listening to the radio or reading magazines and newspapers instead devoted to the Internet - our data support the general conclusion that, for most users, the Internet serves more as a supplement to traditional media than a replacement," the study concluded. "Internet users, it would seem, are simply more media-oriented than are non-users."

Among the findings in the current study:
• Internet users appear to engage more in some traditional media activities than do non-users, including reading books, listening to music and using the cell phone;
• Internet users spend less time than do non-users accessing traditional media, such as watching television and reading newspapers or magazines; and
• Television watching appears to decrease as Internet use increases, but television remains the predominant source of entertainment for users and non-users alike.
• Of all Canadians (users and non-users combined), 82 percent have been online at one time or another;
• The majority of Canadians are heavy Internet users with 56 percent saying they are online seven or more hours per week;
• Canadians are much more likely to see the Internet as important for information than for entertainment;
• Canadians access the Internet more from home and work than other public places;
• E-mail is the principal activity of all Internet users � 91 percent of online Canadians use e-mail;
• Canadian users average 13.5 hour per week online;
• A majority of Canadian Internet users have made purchases on the Internet;
• A high proportion of both users and non-users expressed concern
about releasing personal information on the Internet; and
• A majority of Canadians in lower income families reported having access to the Internet, indicating that cost is not a major deterrent to Internet use. Less than 10 percent of non-users cited cost as a reason for not being online.

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